Gauging 2006 sales at approximately $20 billion through all channels, including mass-market, health/natural, Wal-Mart, and warehouse clubs, Functional, Fortified and Inherently Healthy Foods and Beverages: The New U.S. “Phood” Market, a fully updated Packaged Facts report, covers functional foods and beverages with medically beneficial ingredients—also known as “phoods” and “bepherages.” Considering health and wellness as a top criterion driving consumer food choices, the report examines the full spectrum of packaged foods and beverages that provide a positive pharmaceutical benefit beyond basic nutrition, including products that are “inherently healthy” (e.g., oatmeal, whole-grain breads, cranberry juice, nuts), fortified foods (e.g., orange juice with plant sterols), and “designer” foods (e.g., soy protein bars, smart spreads).

It analyzes competitive trends and pinpoints opportunities for current and prospective marketers, including government regulation of food and beverage health claims, the development and use of key nutrients in the market, the impact of the obesity epidemic in the U.S. on consumer food choices, chances to capitalize on the new Food Guide Pyramid, and the ongoing trend toward more balanced “eating for health.” The two broad classifications—phoods and bepherages—are quantified to the marketer/brand share level by Information Resources, Inc. InfoScan data and further substantiated by extensive qualitative analysis. The report also documents market size and composition as well as marketing, new product, and retail trends, with sales forecasts through 2011. It provides detailed consumer profiles of key demographics, based on Spring 2006 Simmons Market Research Bureau data, with detailed breakouts by gender, race/ethnicity, and household composition.

Report Methodology
The information in Functional, Fortified and Inherently Healthy Foods and Beverages: The New U.S. “Phood” Market is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the food market and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor. Consumer behavior patterns and data were derived from Simmons Market Research Bureau’s National Consumer Survey for Spring 2006.

What You’ll Get in this Report Functional, Fortified and Inherently Healthy Foods and Beverages: The New U.S. “Phood” Market makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Functional, Fortified and Inherently Healthy Foods and Beverages: The New U.S. “Phood” Market offers.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the food industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for functional and fortified foods, as well as projected sales and trends through 2012. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the functional and fortified food consumer based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for functional foods and beverages.
• Research and development professionals stay on top of competitor initiatives and explore demand for functional foods and beverages.
• Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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